Giant Chalkboard

Agency Network: 
September 2011

On Monday, 9/19 at the corner of Broome and Crosby in SoHo, Manhatten, 90,000 people walked by a giant 46 foot long chalkboard with only a twitter handle (@giantchalkboard) and website ( On Tuesday, the chalkboard began to reveal an elaborate equation full of challenging twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history. As the painters were writing out the mathematical poem over a 4 day time span, there was only a banner that teased, “Solutionism. The new optimism.” Throughout the execution, people – both math enthusiasts and everyday passers-by - were invited to participate and guess portions of the equation through the website and the twitter handle, which provided clues and prompts to the significance of the numbers. On the fifth day, the answer was revealed to be 7 billion, which represents the soon-to-be world population.

Outdoor advertisment created by FCB, United States for Dow Chemical Company, within the category: Industrial, Agriculture.

Solutionism. The new optimism.

Advertising Agency: Draftfcb, Chicago, USA
Executive Creative Director: Todd Tilford
Group Creative Directors: Doug Behm, Jon Flannery
Creative Director: Ron D'Innocenzo
Art Director: Derek Julin
Copywriter: Terin Izil
Agency Producer: John Bleeden
Community Manager: Maxwell Julius
Strategic Planner: Lakshmi Rengarajan

Comments (7)

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Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651


shahidali's picture
Activity Score 4069

Love the idea and the execution.


jackblack's picture
Activity Score 2357

Interesting indeed.

baliquez's picture
Activity Score 99

Very good.

mikeseltz's picture
Activity Score 5

this is absolute perfection

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Wow. Is there a Cannes category for Chemical Brand spin? ;)

The Jobless Writer
Will Think for Salary

xtianwilliams's picture
Activity Score 58

damn....that line is dynamite.